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Go Ahead, Tag Your Brand!

posted 29 Nov 2010, 14:58 by Mpelembe   [ updated 29 Nov 2010, 14:59 ]

Tagline experts will tell you a tagline must be original,
memorable, and inspirational. We have probably forgotten all
the bad ones we've heard over the years and remember some
very good ones - "Just Do It", "You're in Good Hands
…", "Think Different".

If you take a look at guidelines for great taglines you'll
see that none of these taglines follow the rules. For
example "Just Do It" is generic, not original and doesn't
inspire. However, if you back it with repetitive images of
athletes working hard and achieving exceptional results
through advertising and branding and word-of-mouth
excitement it takes on the unique and inspirational role.

Let's look at Apple's "Think Different". Besides being
widely criticized for teaching our youth bad grammar, a
marketing professor would ask about the specifics—who
and what. When you couple the tagline with the Apple's
exceptional product line and repetitive advertising it takes
on a new meaning that clearly fits Apple and their products.
This otherwise meaningless statement takes on an exciting
association. The same can be said for "Melts in your mouth,
not in your hand," "I'm lovin' it," and "The taste of a new

How does this apply to individuals trying to brand
themselves without multi-million dollar budgets?

Ask yourself these two questions:

   * What makes me different and unique? Your answers will
include your experience, your approach, your credentials,
your passions.     * How does my unique skill set fulfill a
need or want?

Using the answers to these two questions create a key
takeaway your target market should remember. Let's say you
are an experienced painter that has found an inexpensive way
to paint homes and buildings. You could say "Five Star
Painting Without the Five Star Price". This is fairly
generic, yet clearly fulfills a want and need of your
customers. When placed along side of your biography or
samples of your work, it becomes uniquely yours.

It is very important to know the rules of marketing. Using
the rules as a baseline, break the rules to create something
that becomes uniquely you! If it doesn't work, try something
else. Marketing is not a science or math problem where there
is only one answer. It is an art that requires trial and
error. Taglines are important to your personal brand. Go
ahead, tag your brand!

About the Author:

For this and other articles by Brad Hess, please go to . MyMark, LLC is a media rich
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